50 000 ADEPTES 5000 TOUTOUS

For over 20 years, the Fondation CHU Sainte-Justine has ceaselessly worked to motivate and enable the community to support CHU Sainte-Justine in its goal of providing outstanding healthcare.

The Fondation CHU Sainte-Justine lacked presence on social networks. CARTEBLANCHE’s mission was to introduce the Foundation to these networks in view of boosting awareness as well as developing a strong and committed Facebook community for the purposes of exchanging information with the Foundation and requesting donations from its members.

Solution? We set up a membership creation strategy via a powerful communication platform made up of over 50,000 Facebook users brought together for a good cause: providing 5,000 lapdogs for hospitalized children at CHU Sainte-Justine.

We wanted to reposition the message by distancing it from the idea of “sick children” and moving it towards a set of concepts encompassing “playful and comforting” ideas, so we suggested that members replace their Facebook profile picture with that of a dog appearing in the specifically created photo gallery. Users could also use their Facebook account to share these photos, post them directly on their wall and even tag their friends.